david axelrod, jim margoli s, jim done llan, they care about this. if they didn't think the ads worked, they would use the money elsewhere. chris hayes is right, we are going it see more and more advertising moving to the internet because more people spend time on the internet and less time on television but there's going to be a compensatixe compensation structure there. i think we're tilting at windmills and i think it's the wrong windmill. bain and taxes would not be an issue in the way it is in this campaign without advertising. >> right. we should make this point about ads. there's the primary effect of an ad which is you see it and what impression it makes and second airily if it gets picked up by the press, and there's research that suggests that does have an effect. >> even at the beginning the mainstream media tended to dismiss the bain ads. most of the comment on it was negative. after two or three weeks after people saul results in the polling, they said those ads were working, then they picked it up -- >> that's a serious issue. the polli